Tractor Supply Company has been in business for over 80 years. In today’s competitive and challenging retail environment, the company has carved out a niche for itself. Operating more than 1,900 stores, Tractor Supply is the destination of choice for recreational farmers, ranchers, and tradesmen all across the United States. Last year, the company brought in over $8.3 billion in sales.
In recent years, the company began to modernize its shopping experience; e-commerce and mobile efforts were followed up with a BOPIS (buy online, pickup in store) offering. In the 2019 holiday season alone, BOPIS accounted for nearly 60 percent of online orders. And since Tractor Supply serves a predominately rural market, it became an added convenience for many shoppers to know that the right order (and quantity) would be there when they made a trek to the store.
Nobody could anticipate how valuable these innovations would become during a pandemic. The company was able to quickly shift BOPIS to curbside pickup, while ensuring customers could easily shop online. For the second quarter of 2020, net sales were up 35 percent, with e-commerce seeing triple-digit growth. As an essential business, the company has plans to open 75 to 80 new stores in 2020.
In order to drive continued growth and a blended shopping experience, Tractor Supply has selected Adobe as a technology partner. A set of apps will enable the company to deliver, personalize, and measure a great experience online, while supporting a seamless shopper journey from digital channels to physical stores.
Tractor Supply & Adobe
Adobe Experience Cloud brings together a set of technologies that are foundational to digital transformation. Tractor Supply will use Adobe Experience Manager to create and manage a consistent online experience across channels like desktop web and mobile. Adobe Analytics will help them grasp the overall shopping journey and leverage insights to make ongoing improvements. And Adobe Target will drive personalization for millions of shoppers, with targeted promotional offers and services like curbside pickup.